Udine, August 20, 2023 - Udinese Calcio and PromoTurismoFVG have announced that an agreement has been reached for the IO SONO FRIULI VENEZIA GIULIA (I am Friuli Venezia Giulia) brand to be displayed on the club’s jersey for the next three seasons. The kit made its debut in the match between Udinese and Juventus to kick off the club’s 2023/24 campaign on Sunday evening.
Friuli Venezia Giulia and Udinese came together to celebrate their tremendous passion for the region. This partnership is part of the strategic investment the regional authorities are making in top-level sport to promote tourism around the world.
“I feel particularly proud to see our regional brand on the team’s jersey,” commented Udinese owner Gianpaolo Pozzo. “I’d like to thank President Fedriga, Councillor Bini, and the heads at PromoTurismoFVG for choosing Udinese as the driving force to boost the regional brand’s exposure. Our support for every initiative to promote Friuli Venezia Giulia is underpinned by our love for this region, which is filled with further commitment and dedication. We are honoured to take on the role of privileged ambassadors for our region in Italy and the world. That’s why this is not just a partnership, but a full endorsement of the sense of belonging running through our region and our people.”
Udinese Calcio is based in a city with under 100,000 inhabitants has become a mainstay in Italian football and across Europe thanks to its authentic innovation model that spans impressive scouting while keeping sustainability at the forefront. The sporting consistency is showcased by the club’s stretch of 29 consecutive years in Serie A along with no fewer than 11 European campaigns. Udinese has a stream of strong structural assets, such as full ownership of its stadium and also secured first place in Italy and fourth in the world in the sustainability ranking among football clubs based on the ESG parameters set in the Brand Finance Football Sustainability Index.
The Friuli Venezia Giulia region is an exceptional tourist destination covering around 8,000km², featuring an Alpine backdrop, beautiful hills, and the stunning Upper Adriatic Sea. The sights are enriched by a fascinating historic and artistic legacy, eye-catching cities, a tradition of wonderful and genuine hospitality, and a level of food and wine production that is befitting of the prestige that Italy commands the world over.
“The partnership between Friuli Venezia Giulia and Udinese Calcio goes back a long way,” commented Friuli Venezia Giulia governor Massimiliano Fedriga. “For years footballers have been passionate ambassadors for our region across Italy and worldwide and now this latest step will make that sense of belonging even more visible. The ‘Io sono Friuli Venezia Giulia brand’ is helping us attract interest in our region while showing off everything it has to offer – not just natural and cultural beauty but also examples of dedication and professionalism represented by sports people. Lots of young stars are already wearing ‘Io sono Friuli Venezia Giulia' and now that Udinese has partnered with the brand, it will be a powerful driver to help promote the region at the international level.”
This partnership will allow tourism in Friuli Venezia Giulia to benefit from the growing potential of football as a catalyst as well as over 11 million followers linked to the club and its players on social media.